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Denise Lee Yohn - Denise Lee Yohn - ForbesDenise Lee Yohn's stories. Denise Lee Yohn: I write about great brands and their strategies.Copyright 2015 Forbes LLChttp://1.gravatar.com/avatar/31439a1a51839a1c9d02d960f158f665?s=400&amp;d=http%3A%2F%2F1.gravatar.com%2Favatar%2Fad516503a11cd5ca435acc9bb6523536%3Fs%3D400&amp;r=Ghttp://www.forbes.com/sites/deniselyohn/2015/07/22/7-eleven-serves-solutions-alongside-slurpees/
7-Eleven Serves Solutions Alongside Slurpees7-Eleven has long been the go-to brand for a Slurpee, coffee, or other quick hit on the go. Now the chain is evolving and expanding its brand position. Its new mission: make the everyday better. Laura Gordon, CMO of 7-Eleven, shared her company's new brand aspirations at the Hub Live conference, [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/55adac82e4b0dee068202d88Wed, 22 Jul 2015 05:30:00 -04002015-07-22T05:30:00-04:007-Eleven has long been the go-to brand for a Slurpee, coffee, or other quick hit on the go. Now the chain is evolving and expanding its brand position. Its new mission: make the everyday better. Laura Gordon, CMO of 7-Eleven, shared her company's new brand aspirations at the Hub Live conference, [...]http://www.forbes.com/sites/deniselyohn/2015/07/01/curious-choices-for-mcdonalds-new-management/
Curious Choices for McDonald's New ManagementAt first blush, McDonald’s recent decision to bring in some new leaders seems bold. Robert Gibbs, Obama's press secretary during his first term and senior campaign adviser during his re-election campaign, and Silvia Lagnado, creator of the Dove “Campaign for Real Beauty,” seem like real fire-power to be waged against [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/559052dfe4b01f0c1d93ca2fWed, 1 Jul 2015 05:15:00 -04002015-07-01T05:15:00-04:00At first blush, McDonald’s recent decision to bring in some new leaders seems bold. Robert Gibbs, Obama's press secretary during his first term and senior campaign adviser during his re-election campaign, and Silvia Lagnado, creator of the Dove “Campaign for Real Beauty,” seem like real fire-power to be waged against [...]http://www.forbes.com/sites/deniselyohn/2015/06/10/how-ikea-designs-its-brand-success/
How IKEA Designs Its Brand SuccessIKEA is not only one of the world's most successful retailers, growing nearly 6% in its most recent fiscal year -- it's also a powerful brand, ranking among Forbes Top 50 World's Most Valuable Brands. Leontyne Green Sykes, CMO of IKEA North America, shared IKEA's brand-building strategies at the Hub [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/55779eaee4b01f0c1d9363bcWed, 10 Jun 2015 05:40:00 -04002015-06-10T05:40:00-04:00IKEA is not only one of the world's most successful retailers, growing nearly 6% in its most recent fiscal year -- it's also a powerful brand, ranking among Forbes Top 50 World's Most Valuable Brands. Leontyne Green Sykes, CMO of IKEA North America, shared IKEA's brand-building strategies at the Hub [...]http://www.forbes.com/sites/deniselyohn/2015/05/27/whole-foods-is-innovating-in-the-wrong-direction/
Whole Foods Is Innovating in the Wrong DirectionWhole Foods Market (NASDAQ: WFM) plans to start a new store format to appeal to the "millennial generation." Co-CEO John Mackey describes the yet-to-be-named concept as a "streamlined, hip, cool, technology-oriented store that has lower capital, perhaps a little less labor cost and lower prices." Most of the coverage of the announcement [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/5561fd3ae4b01f0c1d93042bWed, 27 May 2015 06:11:00 -04002015-05-27T06:11:00-04:00Whole Foods Market (NASDAQ: WFM) plans to start a new store format to appeal to the "millennial generation." Co-CEO John Mackey describes the yet-to-be-named concept as a "streamlined, hip, cool, technology-oriented store that has lower capital, perhaps a little less labor cost and lower prices." Most of the coverage of the announcement [...]http://www.forbes.com/sites/deniselyohn/2015/05/13/this-is-why-delta-hired-zac-posen/
Why Delta Hired Zac PosenPhoto: John Minchillo/AP Photo On the surface the announcement that fashion designer Zac Posen will design new employee uniforms for Delta Airlines (NYSE: DAL) seems a extravagant diversion. "Delta Employees Will Probably Be Dressed Better Than You" reads the headline of a Consumerist article reporting the news. Racked's coverage suggested the [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/5552af3de4b0521fc565d2a7Wed, 13 May 2015 05:16:00 -04002015-05-13T05:16:00-04:00Photo: John Minchillo/AP Photo On the surface the announcement that fashion designer Zac Posen will design new employee uniforms for Delta Airlines (NYSE: DAL) seems a extravagant diversion. "Delta Employees Will Probably Be Dressed Better Than You" reads the headline of a Consumerist article reporting the news. Racked's coverage suggested the [...]http://www.forbes.com/sites/deniselyohn/2015/04/29/the-end-of-etsy-ipo-may-lead-to-downfall/
The End Of Etsy? IPO May Lead To DownfallEtsy (NASDAQ: ETSY), the online marketplace for handcrafted and vintage goods, sold more than 13 million shares on its first day of trading as a public company, raising $267 million and enjoying a valuation of $1.8 billion. It has been called the largest initial public offering ever for a venture-backed, [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/553d7616e4b0521fc565722dWed, 29 Apr 2015 11:55:00 -04002015-04-29T11:55:00-04:00Etsy (NASDAQ: ETSY), the online marketplace for handcrafted and vintage goods, sold more than 13 million shares on its first day of trading as a public company, raising $267 million and enjoying a valuation of $1.8 billion. It has been called the largest initial public offering ever for a venture-backed, [...]http://www.forbes.com/sites/deniselyohn/2015/04/15/the-one-innovation-taco-bell-still-needs-to-master/
The One Innovation Taco Bell Still Needs To MasterLately Taco Bell has been on a tear with some really bold breakthroughs -- and it's flexing its innovation muscle in all areas of the business, not simply new products. It's impressive -- but it's also worrisome. There's one Taco Bell innovation that can't be overlooked. Proving Product Prowess Taco Bell's [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/552c481be4b0521fc5652e7cWed, 15 Apr 2015 05:02:00 -04002015-04-15T05:02:00-04:00Lately Taco Bell has been on a tear with some really bold breakthroughs -- and it's flexing its innovation muscle in all areas of the business, not simply new products. It's impressive -- but it's also worrisome. There's one Taco Bell innovation that can't be overlooked. Proving Product Prowess Taco Bell's [...]http://www.forbes.com/sites/deniselyohn/2015/04/01/what-happens-when-you-try-to-fool-customers/
What Happens When You Try To Fool CustomersIf past years provide any indication, many companies will try to generate some buzz this April Fool's Day with pranks, gags, and stunts. But some companies actually try to fool customers all year long. And unlike humorous, harmless, short-lived practical jokes, their actions can cause real damage. They destroy customer [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/5515ece1e4b0521fc564db49Wed, 1 Apr 2015 05:05:00 -04002015-04-01T05:05:00-04:00If past years provide any indication, many companies will try to generate some buzz this April Fool's Day with pranks, gags, and stunts. But some companies actually try to fool customers all year long. And unlike humorous, harmless, short-lived practical jokes, their actions can cause real damage. They destroy customer [...]http://www.forbes.com/sites/deniselyohn/2015/03/18/how-to-give-a-rock-star-sales-pitch-sales-strategies-from-the-voice-coaches/
How To Give A Rock Star Sales Pitch: Sales Strategies From The Voice CoachesThe coaches on The Voice, NBC's singing competition television show, may teach contestants how to become hit vocalists -- but they also show you how to give a rock star sales pitch. When Blake Shelton, Christina Aguilera, Pharrell Williams, or Adam Levine try to convince a contestant to choose them [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/5507414ce4b058f5b433387dWed, 18 Mar 2015 05:00:00 -04002015-03-18T05:00:00-04:00The coaches on The Voice, NBC's singing competition television show, may teach contestants how to become hit vocalists -- but they also show you how to give a rock star sales pitch. When Blake Shelton, Christina Aguilera, Pharrell Williams, or Adam Levine try to convince a contestant to choose them [...]http://www.forbes.com/sites/deniselyohn/2015/03/04/what-you-can-learn-about-customer-experience-from-sharing-economy-companies/
What You Can Learn About Customer Experience From Sharing Economy CompaniesA couple weeks ago, San Francisco-based taxi company DeSoto announced a rebranding effort to try to reclaim market share lost to ride-sharing service Uber. The company adopted the name of a mobile app, Flywheel, and repainted its vehicles in the hopes of helping passengers realize they can use a mobile [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/54f4c8f8e4b082da0cd833dbWed, 4 Mar 2015 05:48:00 -05002015-03-04T05:48:00-05:00A couple weeks ago, San Francisco-based taxi company DeSoto announced a rebranding effort to try to reclaim market share lost to ride-sharing service Uber. The company adopted the name of a mobile app, Flywheel, and repainted its vehicles in the hopes of helping passengers realize they can use a mobile [...]http://www.forbes.com/sites/deniselyohn/2015/02/18/use-hashtags-to-generate-greater-brand-engagement/
Use Hashtags to Generate Greater Brand EngagementThe hashtag has become the new "like" -- and that's not a good thing. Just as marketers used to (and some sorry folks still do) obsess over how many Facebook likes they accumulate, many are now plastering hashtags on their communications and adding up the times they're used. The problem is the [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/54dceef9e4b07e9673fcf69cWed, 18 Feb 2015 05:10:00 -05002015-02-18T05:10:00-05:00The hashtag has become the new "like" -- and that's not a good thing. Just as marketers used to (and some sorry folks still do) obsess over how many Facebook likes they accumulate, many are now plastering hashtags on their communications and adding up the times they're used. The problem is the [...]http://www.forbes.com/sites/deniselyohn/2015/02/04/this-is-the-nfl-brands-real-problem/
This Is the NFL Brand's Real ProblemThe NFL brand's real problem can be easily summed up by two ads. During Super Bowl XLIX, the NFL ran two spots. The first depicts a 911 call from a woman pretending to order a pizza while trying to get help from the police because her attacker is nearby. Created [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/54d17201e4b07e9673fcd188Wed, 4 Feb 2015 05:30:00 -05002015-02-04T05:30:00-05:00The NFL brand's real problem can be easily summed up by two ads. During Super Bowl XLIX, the NFL ran two spots. The first depicts a 911 call from a woman pretending to order a pizza while trying to get help from the police because her attacker is nearby. Created [...]http://www.forbes.com/sites/deniselyohn/2015/01/21/what-to-expect-from-2015-super-bowl-ads/
What To Expect From The 2015 Super Bowl AdsPeople may not be sure how the game will play out on the field during Super Bowl XLIX -- but it's becoming quite clear what we can expect from 2015 Super Bowl ads: 1. Same old brands doing the same old thing. Some brands have become Super Bowl advertiser staples. Whether it's [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/54bda8f4e4b041b666b31c48Wed, 21 Jan 2015 05:33:00 -05002015-01-21T05:33:00-05:00People may not be sure how the game will play out on the field during Super Bowl XLIX -- but it's becoming quite clear what we can expect from 2015 Super Bowl ads: 1. Same old brands doing the same old thing. Some brands have become Super Bowl advertiser staples. Whether it's [...]http://www.forbes.com/sites/deniselyohn/2015/01/12/the-consumer-electronics-show-needs-a-rebrand/
The Consumer Electronics Show Needs A RebrandWhat were the most exciting developments at International CES this year? It wasn't the wafer thin TVs from Sony. Nor the curved ones from Samsung. Not even the augmented reality glasses from Osterhout Design Group rate. Each of these can be classified as simply the latest in the we-made-it-because-we-could brand [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/54b33cede4b041b666b2fc0eMon, 12 Jan 2015 05:48:00 -05002015-01-12T05:48:00-05:00What were the most exciting developments at International CES this year? It wasn't the wafer thin TVs from Sony. Nor the curved ones from Samsung. Not even the augmented reality glasses from Osterhout Design Group rate. Each of these can be classified as simply the latest in the we-made-it-because-we-could brand [...]http://www.forbes.com/sites/deniselyohn/2014/11/14/this-holiday-season-reveals-big-changes-in-retail/
This Holiday Season Reveals Big Changes in RetailA lot about holiday shopping has changed. Black Friday now starts on Thursday. Phones are now wallets. And free shipping is now a cost of entry. These changes only scratch the surface of the new retail reality this holiday season. Substantive developments are fundamentally changing the very nature of retail. For one, [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/54643a6ae4b0e125ae831c62Fri, 14 Nov 2014 05:13:00 -05002014-11-14T05:13:00-05:00A lot about holiday shopping has changed. Black Friday now starts on Thursday. Phones are now wallets. And free shipping is now a cost of entry. These changes only scratch the surface of the new retail reality this holiday season. Substantive developments are fundamentally changing the very nature of retail. For one, [...]http://www.forbes.com/sites/deniselyohn/2014/10/17/so-amazon-thinks-it-can-do-retail/
So Amazon Thinks It Can Do RetailAmazon is no longer satisfied with dominating the e-commerce world. Reports are circulating of its plans to open a brick-and-mortar store in New York City in time for the holiday shopping season; and it will begin operating pop-up kiosks in San Francisco and Sacramento as early as next week. Amazon’s move [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/543eaf37e4b0d253499d9948Fri, 17 Oct 2014 05:49:00 -04002014-10-17T05:49:00-04:00Amazon is no longer satisfied with dominating the e-commerce world. Reports are circulating of its plans to open a brick-and-mortar store in New York City in time for the holiday shopping season; and it will begin operating pop-up kiosks in San Francisco and Sacramento as early as next week. Amazon’s move [...]http://www.forbes.com/sites/deniselyohn/2014/09/17/southwests-rebranding-may-be-well-designed-but-its-poorly-timed/
Southwest's Rebranding May Be Well-Designed, But It's Poorly TimedSouthwest’s recent re-branding effort may have gotten the thumbs up from branding gurus, but it’s the timing of the rebranding -- not the design -- that’s problematic. The new logo, plane paint scheme, and website redesign have been called “bold and engaging” and “modern and updated” -- and indeed, the bolder [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/5418d8bde4b03b61661e8de0Wed, 17 Sep 2014 05:32:00 -04002014-09-17T05:32:00-04:00Southwest’s recent re-branding effort may have gotten the thumbs up from branding gurus, but it’s the timing of the rebranding -- not the design -- that’s problematic. The new logo, plane paint scheme, and website redesign have been called “bold and engaging” and “modern and updated” -- and indeed, the bolder [...]http://www.forbes.com/sites/deniselyohn/2014/08/18/target-and-walmart-should-seduce-customers-back-into-its-stores/
Target And Walmart Should Seduce Customers Back Into Their StoresWhat should be on the top of priority lists for Target’s and Wal-Mart’s new leaders? Each of them -- Brian Cornell, Target’s new CEO, and Wal-Mart’s new head of U.S. operations, Greg Foran -- inherits a stale business. And they need to do some clean up from past woes – e.g., [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/53eeb0b2e4b0bb45818b2724Mon, 18 Aug 2014 05:27:00 -04002014-08-18T05:27:00-04:00What should be on the top of priority lists for Target’s and Wal-Mart’s new leaders? Each of them -- Brian Cornell, Target’s new CEO, and Wal-Mart’s new head of U.S. operations, Greg Foran -- inherits a stale business. And they need to do some clean up from past woes – e.g., [...]http://www.forbes.com/sites/deniselyohn/2014/07/16/lady-gaga-is-still-schooling-marketers/
Lady Gaga Is Still Schooling MarketersLady Gaga might not be dominating the headlines and airwaves as she has in years past, but she still has plenty of marketing smarts for marketers to learn from. Lady Gaga presents her current "artRave: The Artpop Ball" tour concerts through elaborate sets, crazy dancers, and an array of antics and [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/53c5afd8e4b0c4c97cdf9bffWed, 16 Jul 2014 05:12:00 -04002014-07-16T05:12:00-04:00Lady Gaga might not be dominating the headlines and airwaves as she has in years past, but she still has plenty of marketing smarts for marketers to learn from. Lady Gaga presents her current "artRave: The Artpop Ball" tour concerts through elaborate sets, crazy dancers, and an array of antics and [...]http://www.forbes.com/sites/deniselyohn/2014/06/11/is-this-the-end-of-the-apple-brand-as-we-know-it/
Is This the End of the Apple Brand As We Know It?Apple’s recent acquisition of Beats has gotten many people wondering if the Apple brand is as strong as it once was. Some see the surprising move as a significant departure from the strategy that has built Apple into the one of the greatest brands of all time and they consider [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/539777dde4b080433ebd76caWed, 11 Jun 2014 05:47:00 -04002014-06-11T05:47:00-04:00Apple’s recent acquisition of Beats has gotten many people wondering if the Apple brand is as strong as it once was. Some see the surprising move as a significant departure from the strategy that has built Apple into the one of the greatest brands of all time and they consider [...]http://www.forbes.com/sites/deniselyohn/2014/05/09/barnes-noble-should-rally-around-not-retreat-from-retail-stores/
Barnes & Noble Should Rally Around, Not Retreat From, Retail StoresLiberty Media’s sell-off of its stake in Barnes &amp; Noble last month might have seemed like one more nail in the bookseller’s coffin. The company has been struggling for years and most recently reporting a year-over-year revenue decrease of 10% in Q3 of 2013. B&amp;N’s Nook division had been considered its [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/53690a6ae4b096c8271ef4beFri, 9 May 2014 05:32:00 -04002014-05-09T05:32:00-04:00Liberty Media’s sell-off of its stake in Barnes &amp; Noble last month might have seemed like one more nail in the bookseller’s coffin. The company has been struggling for years and most recently reporting a year-over-year revenue decrease of 10% in Q3 of 2013. B&amp;N’s Nook division had been considered its [...]http://www.forbes.com/sites/deniselyohn/2014/04/14/gopro-shows-how-to-win-by-losing-control/
GoPro Shows How to Win by Losing ControlThe days when companies could tightly control what’s said about them are long gone (if they ever really existed.) Social networks and new technologies now produce brand conversations and brand experiences that companies have no control over. You can either deny this new reality and wrestle with people over control of [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/5348304be4b0677d2d9a5943Mon, 14 Apr 2014 05:33:00 -04002014-04-14T05:33:00-04:00The days when companies could tightly control what’s said about them are long gone (if they ever really existed.) Social networks and new technologies now produce brand conversations and brand experiences that companies have no control over. You can either deny this new reality and wrestle with people over control of [...]http://www.forbes.com/sites/deniselyohn/2014/03/18/google-is-on-a-mission/
Google Is On a MissionDespite appearances to the contrary, Google isn’t out to dominate the world – it only seeks to organize it. Actually, the company states its mission is “to organize the world's information and make it universally accessible and useful.” That actually explains a lot. And Google does have some explaining to [...]Denise Lee Yohn, ContributorDenise Lee Yohn, Contributorhttp://www.forbes.com/sites/deniselyohn/532723c8e4b06efaf826bd15Tue, 18 Mar 2014 16:15:00 -04002014-03-18T16:15:00-04:00Despite appearances to the contrary, Google isn’t out to dominate the world – it only seeks to organize it. Actually, the company states its mission is “to organize the world's information and make it universally accessible and useful.” That actually explains a lot. And Google does have some explaining to [...]